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2024 Vol.42, Issue 5 Preview Page

Article

Analyzing Willingness to Pay for New Transportation Services by User Group and Service Experience: The Case of DRT TABARA in Gijang

이용자특성, 이용경험에 따른 신규교통서비스 지불의사 분석: 기장군 DRT TABARA를 사례로

Hyunmyung KIM1
,
Changseok LEE2
,
HyungJoo LIM3
,
Jung-Hyun LEE4
,
Hye-Rim HA5
,
Seheon KIM6
,
Chang-Hyeon JOH7*
김 현명1
,
이 창석2
,
임 형주3
,
이 정현4
,
하 혜림5
,
김 세헌6
,
조 창현7*
1Professor, Department of Transportation Engineering, College of Engineering, Myongji University, Gyeonggi 17058, Korea
2Chief Researcher, Studio Galilei Co., Ltd., Gyeonggi 16827, Korea
3Executive Vice President, Studio Galilei Co., Ltd., Gyeonggi 16827, Korea
4Senior Researcher, Studio Galilei Co., Ltd., Gyeonggi 16827, Korea
5Researcher, Studio Galilei Co., Ltd., Gyeonggi 16827, Korea
6Assistant Professor, Department of Urban Engineering, College of Architecture and Environmental Design, Hanbat National University, Daejeon 34158, Korea
7Professor, Department of Geography, College of Sciences, Kyung Hee University, Seoul 02447, Korea
1명지대학교 공과대학 교통공학과 교수
2(주)스튜디오갈릴레이 책임연구원
3(주)스튜디오갈릴레이 부사장
4(주)스튜디오갈릴레이 선임연구원
5(주)스튜디오갈릴레이 연구원
6국립한밭대학교 건설환경조경대학 도시공학과 조교수
7경희대학교 이과대학 지리학과 교수
*Corresponding Author
31 October 2024. pp. 608-625
PDF XML Citation
Abstract

Efforts to provide demand-responsive transit (DRT) services, a variation on traditional bus operations, are spreading to many local governments to secure the right to mobility for underserved areas, classes, and times of day. While DRT is intended to complement or replace traditional public transportation, it is crucial for local governments to set appropriate fares in order to successfully implement and sustainably provide this service. To this end, many studies have analyzed the average user's willingness to pay for new transportation services entering the market, such as DRT. However, these studies were limited in their ability to identify differences in willingness to pay based on user experience. User experience is important in the sense that it reflects the context in which a user normally uses the service. This is because users may have different preferences for the same transportation service depending on their characteristics and experiences. To this end, this study conducted a latent preference survey among respondents who had used DRT services during the pilot project to identify the preference structure of service options and estimate the willingness to pay based on user characteristics and user experience. The model was estimated using a mixed logit model that allows for differences in preferences among users. The results of the analysis clearly confirm the dominant influence of alternative characteristics on DRT preferences, while some user characteristics and experience attributes also have significant, albeit limited, effects. The results of this study have important implications for municipalities' efforts to provide new transportation services.

Keywords
Demand-Responsive Transit (DRT)
mixed logit model
service experience
user group
Willingness To Pay (WTP)

대중교통의 서비스 수준이 취약한 지역, 계층, 시간대의 이동기본권을 확보하기 위해 기존의 버스 운영 방식을 변형한 수요응답형 대중교통(DRT) 서비스를 공급하는 노력이 여러 지방자치단체(지자체)로 확산되고 있다. DRT는 기존 대중교통수단을 보완하거나 대체하기 위한 서비스이나, 지자체가 성공적으로 이 서비스 사업을 시행하여 지속가능하게 공급하기 위해서는 적정한 이용요금을 책정하는 것이 매우 중요하다. 이를 위해 많은 연구들이 DRT 등 시장에 신규 진입할 신규교통서비스에 대한 평균적인 이용자 지불의사를 분석해 왔다. 그러나 이들 연구들은 이용 경험에 따른 지불의사의 차이를 확인하는 데 한계가 있었다. 이용 경험은 그것이 평상시 이용자의 서비스 이용 당시의 이용 맥락을 반영한다는 의미에서 중요하다. 교통서비스는 이용자 특성은 물론 이용 경험에 따라 동일한 서비스라도 선호도가 상이할 수 있기 때문이다. 본 연구는 이를 위해 시범사업 기간 중 DRT 서비스를 이용한 경험이 있는 응답자들을 대상으로 한 잠재선호 조사를 통해 서비스 옵션들에 대한 선호구조를 파악하고, 이로부터 이용자 특성과 함께 이용자의 서비스 이용 경험에 따른 지불의사를 추정하였다. 모형의 추정에는 이용자 간 선호의 차이를 허용하는 혼합로짓모형을 사용하였다. 분석 결과는 DRT 선호에 대안특성이 주도적인 영향을 미치는 것을 뚜렷이 확인하였으며, 아직은 제한적이지만 이용자 특성과 이용 경험 속성들 일부 역시 유의미한 영향이 있음을 확인하였다. 본 연구의 결과는 새로운 교통서비스를 제공하려는 지자체의 노력에 중요한 시사점을 제공한다.

키워드
DRT
혼합로짓모형
이용경험
이용자집단
지불의사(WTP)
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 42
  • No :5
  • Pages :608-625
  • Received Date : 2024-08-07
  • Revised Date : 2024-08-23
  • Accepted Date : 2024-10-02
  • DOI :https://doi.org/10.7470/jkst.2024.42.5.608
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